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Triple Whale Data Schema

  • How Data Works in Triple Whale
  • Triple Whale Data Ontology (Conceptual Data Model)
    • Table Classification by Business Object
  • Table Schemas
    • Blended Stats Table
    • Customer Segmentation Analytics Table
    • Pixel Joined Table
    • Pixel Keywords Joined Table
    • Product Analytics Table
    • Activities Table
    • Ads Table
      • Using Ad Set Targeting Data
      • Ads – Standardized `channel` IDs
    • Affiliates Table
    • Affluencer Hub Table
    • AI Visibility Table
    • Creatives Table
    • Customer Support Agg Metrics Table (BETA)
    • CS Events Table
    • CS Messages Table
    • CS Tickets Table
    • Custom Categories Table
    • Custom Category Mappings Table
    • Custom Spend Table
    • Customer Journey Table
    • Customer Segmentation Table
    • Customers Table
    • Email/SMS Settings Table
    • Email/SMS Table
    • External Revenue Table
    • GA4 Product Analytics Table
    • GA4 Sessions Agg Table
    • GA4 Web Analytics Table
    • ID Graph Table
    • Keywords Table
    • Orders Table
    • Pixel Custom Conversions Table
    • Pixel Custom Events Table
    • Pixel Orders Table
    • Post-Purchase Survey Table
      • Post-Purchase Survey (PPS) – Standardized Source IDs
    • Products Table
    • Refunds Table
    • Reviews Table
    • Search Terms Table
    • Sessions Table
    • Shipping Table
    • Social Media Mentions Table
    • Social Media Comments Table
    • Social Media Pages Table
    • Social Media Posts Table
    • Subscription Metrics Table
    • Subscriptions Table
    • Web Analytics Table

Triple Whale Metrics

  • Custom Metrics
    • Net Profit
    • Blended ROAS
    • MER
    • Net Margin
    • Blended Ad Spend
    • NCPA
    • NC ROAS
    • Return Rate
    • Blended CPA
    • POAS
    • BA ROAS
  • Store Metrics
    • Order Revenue
    • Orders
    • Refunded Sales (Returns)
    • Net Taxes
    • True Average Order Value
    • Average Order Value (AOV)
    • New Customers Percent
    • Gross Sales
    • Returning Customers Percent
    • Non-Zero Orders
    • New Customer Orders
    • Units Sold
    • New Customer Revenue
    • Returning Customer Revenue
    • Discounts
    • Total Sales
    • Sale Taxes
    • Is New Customer
  • Amazon Sales Metrics
    • Amazon Product Sales
    • Amazon Orders
    • Amazon Taxes
    • Amazon Items Sold
    • Amazon Estimated Fees
    • Amazon Sales (Order Revenue)
    • Amazon Cost of Goods Sold (COGS)
    • Amazon Handling Fees
  • Ad Metrics
    • Facebook Ads Metrics
      • Facebook Ad Spend
      • Facebook ROAS
      • Facebook CPC
      • Facebook CPM
      • Facebook CV
      • Facebook CPOC
      • Facebook CTR
      • Facebook Revenue Per Link Click
      • Facebook Conversions (Purchases)
      • Facebook CPA
    • Google Ads Metrics
      • Google Ad Spend
      • Google CV
      • Google ROAS
      • Google Conversions (Purchases)
      • Google CTR
      • Google CPA
      • Google CPM
      • Google Clicks
      • Google Impressions
      • Google All CV
      • Google All Conversions
    • TikTok Ads Metrics
      • TikTok Ad Spend
      • TikTok ROAS
      • TikTok Impressions
      • TikTok CPM
      • TikTok CPC
      • TikTok CTR
      • TikTok CPA
      • TikTok CV
      • TikTok Conversions (Purchases)
    • Microsoft Ads Metrics
      • Microsoft Ad Spend
      • Microsoft Conversions (Purchases)
      • Microsoft CV
      • Microsoft Clicks
      • Microsoft Impressions
      • Microsoft ROAS
      • Microsoft CTR
      • Microsoft CPA
      • Microsoft CPM
    • Amazon Ads Metrics
      • Amazon Ad Spend
      • Amazon ROAS
      • Amazon CPC
      • Amazon Clicks
      • Amazon Conversions (Purchases)
      • Amazon CV
    • Pinterest Ads Metrics
      • Pinterest Ad Spend
      • Pinterest ROAS
      • Pinterest CPC
      • Pinterest CPM
      • Pinterest CV
      • Pinterest Conversions (Purchases)
      • Pinterest Impressions
      • Pinterest CTR
    • Snapchat Ads Metrics
      • Snapchat Ad Spend
      • Snapchat ROAS
      • Snapchat Impressions
      • Snapchat Swipes
      • Snapchat CPM
      • Snapchat CPA
      • Snapchat CV
    • Twitter Ads Metrics
      • Twitter Ad Spend
      • Twitter ROAS
      • Twitter Impressions
      • Twitter CPM
      • Twitter CPA
      • Twitter CV
      • Twitter Conversions (Purchases)
      • Twitter Clicks
    • Outbrain Ads Metrics
      • Outbrain Ad Spend
      • Outbrain Impressions (Displays)
      • Outbrain Clicks
      • Outbrain CTR (vCTR)
      • Outbrain Conversions (Purchases)
      • Outbrain All Conversions
      • Outbrain CPA
      • Outbrain CPM (vCPM)
      • Outbrain CV
      • Outbrain ROAS
      • Outbrain AOV
    • Criteo Ads Metrics
      • Criteo Ad Spend
      • Criteo ROAS
      • Criteo Impressions (Displays)
      • Criteo Conversions (Purchases)
      • Criteo Visits
      • Criteo Clicks
      • Criteo AOV
      • Criteo CPA
      • Criteo CPV
      • Criteo CV
    • Taboola Ads Metrics
      • Taboola Ad Spend
      • Taboola Impressions (Displays)
      • Taboola Clicks
      • Taboola CTR (vCTR)
      • Taboola CPC
      • Taboola CPA
      • Taboola CPM (vCPM)
      • Taboola CV
      • Taboola ROAS
      • Taboola AOV
      • Taboola CPV
    • MNTN Ads Metrics
      • MNTN Ad Spend
      • MNTN ROAS
      • MNTN Impressions
      • MNTN Conversions (Purchases)
      • MNTN CV
      • MNTN AOV
      • MNTN CPA
      • MNTN CPV
    • LinkedIn Ads Metrics
      • LinkedIn Ad Spend
      • LinkedIn Impressions
      • LinkedIn Clicks
      • LinkedIn CTR (vCTR)
      • LinkedIn CPA
      • LinkedIn CPM (vCPM)
      • LinkedIn CV (Revenue on Conversions)
      • LinkedIn ROAS
      • LinkedIn AOV
    • Axon by Applovin Ads Metrics
      • Axon by Applovin Ad Spend
      • Axon by Applovin Impressions
      • Axon by Applovin Clicks
      • Axon by Applovin CTR
      • Axon by Applovin Conversions (Purchases)
      • Axon by Applovin CPA
      • Axon by Applovin CPM
      • Axon by Applovin CV (Revenue on Conversions)
      • Axon by Applovin ROAS
      • Axon by Applovin AOV
  • Email/SMS Metrics
    • Klaviyo Metrics
      • Klaviyo CV (Revenue)
      • Klaviyo Flows CV (Revenue)
      • Klaviyo Campaigns CV (Revenue)
      • Klaviyo Percent of Revenue
      • Klaviyo Flows Percent of Revenue
      • Klaviyo Campaigns Percent of Revenue
      • Klaviyo Unsubscribed
      • Klaviyo Subscribed
      • Klaviyo Net New Subscribers
  • Web Analytics Metrics
    • Conversion Rate (CR)
    • Sessions
    • New Users (New Visitors)
    • Add to Cart Sessions
  • Subscription Metrics
    • First Order Revenue
    • Recurring Order Revenue
    • Subscription Order Revenue
    • Reactivated Subscribers
    • New Subscriptions
    • Cancelled Subscriptions
    • Churned Subscribers
    • Active Subscriptions
    • Active Subscribers
  • Shipping Metrics
    • Shipstation Metrics
      • Shipstation Shipping Costs
      • Shipstation Shipments
  • Customer Support Metrics
    • Gorgias Metrics
      • Gorgias Tickets Created
      • Gorgias Tickets Replied
  • LTV Metrics
    • Lifetime Value (LTV)
    • Unique Customers
  • Expense Metrics
    • Payment Gateway Costs
    • Cost of Goods Sold (COGS)
    • Handling Fees
    • Shipping Costs
    • Custom Spend (Custom Expenses)

Using Triple Whale Data

  • SQL Example Library
    • SQL Example Library Overview and Best Practices
    • Customer and Order Insights (orders_table)
      • SQL Example: Top 200 Customers by Total Order Revenue
      • SQL Example: Single vs. Multi-Item Orders
      • SQL Example: Purchase Frequency Distribution (Orders per Customer)
      • SQL Example: Retention & Churn Signals (Time Between Last Two Orders)
      • SQL Example: Revenue Split (First vs. Second Half of Date Range)
      • SQL Example: Hourly Revenue Indexed by Day
      • SQL Example: Lifetime Value by Day Range (60, 90, 180, 365)
    • Product Purchase Patterns (orders_table + products_info)
      • SQL Example: Top First Purchased Products (Count, AOV, LTV…)
      • SQL Example: Most Common Next Product Bought (Sequential Product Purchases)
      • SQL Example: Most Common Second Product Bought
    • Ad & Funnel Performance (ads_table, pixel_joined_tvf, web_analytics_table)
      • SQL Example: Group Campaigns by Keyword (Top Match Terms)
      • SQL Example: Weekly Performance Metrics (ROAS, CTR, CVR…)
      • SQL Example: Monthly Pixel ROAS for Selected Channels (Bing, Facebook, Google)
      • SQL Example: Website Performance by Device and Country
      • SQL Example: Multi-Touch Landing Page Paths (Conversion & Bounce Metrics)
  • Data Troubleshooting Guides
    • Why Does My Total Revenue Across Channels Look Higher Than My Store Revenue?
    • Why Does My Total Sales in Shopify Not Match My Total Sales in Triple Whale?
    • Why Are My Amazon Product Sales in Triple Whale Different From Amazon’s Official Dashboard?
    • Why Is My New vs. Returning Customer Count Different in Triple Whale vs. Shopify?
    • Why Is My Klaviyo (or Email/SMS) Revenue in Triple Whale Different from the Klaviyo Dashboard?
    • Why Do TikTok Shop Purchases Show a Different Number in the Pixel Report (Pixel > All) Compared to the Ads Breakdown (Pixel > Ads > TikTok)?
    • Why Does Triple Whale Show a Lower Fairing/Kno Post-Purchase Survey Response Rate Than Fairing/Kno’s Own Dashboard?
    • Why Do Shopify Sessions Not Match Triple Whale Web Analytics?
    • Why Does My Conversion Rate Not Match Between Triple Whale and Shopify?
    • Why Does the Inventory Metric on the Summary Page Not Match Shopify Inventory Reports?
    • Why Does Brand Search Lose Credit in Total Impact (TI), or Why Might Another Channel Get More Credit Than Expected?
    • Why Am I Seeing Negative Profit for a Channel in Total Impact?
    • Why Do My Campaigns Have Spend but No Sessions?
    • Why Are Some Orders Missing or Marked as “Excluded” in the Pixel?
    • Why Is My Ad Spend on the Summary Page Different From the Pixel Report or Blended Stats?
    • Why Do Conversions in Web Analytics Not Match the Pixel Report?
    • Why Is My COGS in Triple Whale Different From My Shopify COGS?
    • Why Does My Lifetime Value (LTV) Metric Keep Changing Over Time?
    • Why Is My NCPA on the Summary Page Different From the NCPA in the Cohort Page?
    • Why Do the PPS ‘Views’ in the Retention Tab Not Match the Actual Number of Post-Purchase Survey Responses?
    • Why Are My Meta (Facebook) Organic Sessions Inflated Compared to Triple Whale Sessions?
    • Why Is My Triple Whale Web Analytics Pageview Count Lower Than My Google Analytics Pageview Count?
    • Why Are My TikTok or Meta/Facebook Purchases Falling Under 'Not Set' or Non-Attributed in the Attribution Page?
    • Why Does My New Customer Count in LTV Cohorts Not Match Shopify?
    • Why Do Pixel Unique Metrics Look Higher at the Channel, Campaign, or Ad Set Level Than at the Ads Level?
  • Moving from BigQuery to ClickHouse syntax in the SQL Editor
  • Mapping BigCommerce Fields to Triple Whale
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SQL Example: Top 200 Customers by Total Order Revenue

Updated 7 months ago


SQL Example Library Overview and Best Practices
SQL Example: Single vs. Multi-Item Orders